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20.
#ampresults by @aleyda at #pubcon
It’s also cached and pre-rendered
by Google when shown in Mobile SERPs
Google AMP Viewer URL
that is pre-rendered
Canonical URL of the
Page
Content served from AMP
Cache URL

22.
#ampresults by @aleyda at #pubcon
AMP usage is not a ranking factor

23.
#ampresults by @aleyda at #pubcon
But Google made it a requirement to be
included in the News Carrousel

24.
#ampresults by @aleyda at #pubcon
and can be also shown in organic results
AMP article rich results
Can be free-standing in the results
page, or embedded in a carousel of
similar result types. All AMP article rich
results are also rich results.
AMP non-rich results
A basic, non-graphical search result
pointing to the AMP page.

25.
#ampresults by @aleyda at #pubcon
Which has given it an impressive SERP visibility
https://www.rankranger.com/amp-on-google-serp

26.
#ampresults by @aleyda at #pubcon
As well as trafﬁc to the sites using it
AMP Rich Results
AMP Non-Rich Results
Non-AMP Results
More Mobile organic
visibility and traffic from
AMP than non-AMP
results

27.
#ampresults by @aleyda at #pubcon
However, AMP is not a replacement
of your Mobile site

28.
#ampresults by @aleyda at #pubcon
Even Google representatives agree that is not
a “bullet-proof” solution for all sites
“It wouldn’t be
reasonable for us to
expect that a group of
limited functionalities
replace all what you can
do at the moment in the
mobile environment…
AMP its meant to serve in
certain use cases”
https://www.youtube.com/watch?v=wtOjUwGnrVY

29.
#ampresults by @aleyda at #pubcon#ampresults by @aleyda at #pubcon
AMP is a fast “add-on”
to your already existing
(but still slow) mobile
Website
Just what happens with
Batman as a super hero… he
doesn’t have any superpowers

30.
#ampresults by @aleyda at #pubcon#ampresults by @aleyda at #pubcon
Sorry Batman
AMP A fast Mobile site

31.
#ampresults by @aleyda at #pubcon
But due to the way it is presented and
its expansion efforts it might look like it

32.
#ampresults by @aleyda at #pubcon
Just what happens to Batman
as a superhero too
#ampresults by @aleyda at #pubcon

33.
#ampresults by @aleyda at #pubcon
That’s why there are reservations about it: “AMP
has a good intentions… but sacriﬁce the open Web”

34.
#ampresults by @aleyda at #pubcon
You shouldn’t
then use AMP
as a silver
bullet Mobile
speed solution
but a resource
in certain
scenarios…
#ampresults by @aleyda at #pubcon
Thanks Alfred :)

35.
#ampresults by @aleyda at #pubcon
You will be able to minimize situations like this

36.
#ampresults by @aleyda at #pubcon
Use AMP when your Mobile site is too slow and/
or you want to be included in the carrousel
#ampresults by @aleyda at #pubcon
and/or
Too slow and can’t
be improved
Needs to be
included in carrousel

37.
#ampresults by @aleyda at #pubcon
Avoid implementing AMP when you have
an independent mobile Web Version
Desktop Web Parallel Mobile Web Version with M subdomain
AMP version under the M subdomain
Google AMP Viewer URL
Canonicalize to
Generates

38.
#ampresults by @aleyda at #pubcon
Verify if you can Implement your
current Mobile Web UI &
functionality with AMP
#ampresults by @aleyda at #pubcon

39.
#ampresults by @aleyda at #pubcon
Your AMP URLs should replicate your own
Mobile Web UI & functionality, instead of this
ORIGINAL MOBILE PAGE AMP VERSION

40.
#ampresults by @aleyda at #pubcon
Validate that your mobile Web functionality
can be replicated by using AMP components
https://www.ampproject.org/docs/reference/components

41.
#ampresults by @aleyda at #pubcon
Check with your development team if you
have the capacity and ﬂexibility to use them
https://ampbyexample.com/

42.
#ampresults by @aleyda at #pubcon
You can even test while validating your
code directly in the AMP Playground editor
https://ampbyexample.com/playground/

43.
#ampresults by @aleyda at #pubcon
Plan ahead using the roadmap with a
reference of the functionalities to come
https://www.ampproject.org/roadmap/

44.
#ampresults by @aleyda at #pubcon
There are also free Wordpress plugins
that highly facilitate the implementation

45.
#ampresults by @aleyda at #pubcon
You can also use freemium and paid
WP plugins like AMP for WP and weeblrAMP

46.
#ampresults by @aleyda at #pubcon
They will allow you to personalise more, but
you’ll likely need further development support

47.
#ampresults by @aleyda at #pubcon
They’re not an “out of the box” solution
and will still need design personalisation
ORIGINAL MOBILE PAGE AMP URL VERSION

48.
#ampresults by @aleyda at #pubcon
The goal should be to keep the UI
and functionality consistent
ORIGINAL MOBILE PAGE
= AMP VERSION

53.
#ampresults by @aleyda at #pubcon#ampresults by @aleyda at #pubcon
Avoid linking to your AMP URLs
unless you’re using them as your
canonical mobile Web pages

54.
#ampresults by @aleyda at #pubcon
There’s an inconsistent mobile user experience
when accessing to AMP pages from SERPs

55.
#ampresults by @aleyda at #pubcon
Which ends-up causing that users link and share
the non-canonical Google AMP Viewer URLs

56.
#ampresults by @aleyda at #pubcon
Start avoiding these by making sure to only
link internally to your canonical URLs from AMP

57.
#ampresults by @aleyda at #pubcon
You can also refer your users to your original
Website version to continue browsing your site

58.
#ampresults by @aleyda at #pubcon
Remember to also redirect based on the user agent
to avoid showing non-mobile visitors your AMP URLs
DON’T DO THIS DO THIS

59.
#ampresults by @aleyda at #pubcon#ampresults by @aleyda at #pubcon
Validate your AMP implementation
before and after launch with SEO
crawlers to minimise issues

60.
#ampresults by @aleyda at #pubcon
+70% of top publishers with AMP across 8 countries
(including the US) have implementation errors

61.
#ampresults by @aleyda at #pubcon
Most common AMP mistakes are related to usage
of disallowed and non-supported attributes & tags
https://www.semrush.com/blog/amp-mistakes-semrush-study/

62.
#ampresults by @aleyda at #pubcon
For real
THIS IS NOT THE AMP VERSION
OF THE ABOVE ARTICLE

63.
#ampresults by @aleyda at #pubcon
Avoid them by using the AMP validator Chrome
extension to go through your main pages
https://chrome.google.com/webstore/detail/amp-validator/nmoffdblmcmgeicmolmhobpoocbbmknc

64.
#ampresults by @aleyda at #pubcon
Crawl all of your site pages to validate AMP
implementation issues before and after launching
https://sitebulb.com/

66.
#ampresults by @aleyda at #pubcon
You’ll be able to obtain and ﬁx quickly those that
would generate critical issues in the Search Console

67.
#ampresults by @aleyda at #pubcon
https://www.screamingfrog.co.uk/log-file-analyser/
Validate if possible in your logs if Googlebot’s
crawling behavior of your AMP URLs is consistent
19 OF THE 20 CRAWLED
URLs ARE AMP

68.
#ampresults by @aleyda at #pubcon#ampresults by @aleyda at #pubcon
Monitor AMP implementation
errors with GSC AMP report, where
you should focus on ﬁxing critical
issues ﬁrst

69.
#ampresults by @aleyda at #pubcon
It’s usual to be overwhelmed by the increase of
AMP issues when launching or updating
SIGH

70.
#ampresults by @aleyda at #pubcon
Prioritise to ﬁx critical issues ﬁrst, which will
be the ones preventing to be shown in SERPs
THIS

71.
#ampresults by @aleyda at #pubcon
Start with those affecting the highest number
of pages and check them directly there

72.
#ampresults by @aleyda at #pubcon
Focus on identifying how the non-supported code
is included to establish a pattern and remove it

73.
#ampresults by @aleyda at #pubcon
YES
Rinse and repeat until you minimise critical errors

74.
#ampresults by @aleyda at #pubcon#ampresults by @aleyda at #pubcon
Monitor your AMP visibility impact
to prioritize your efforts along the
on-going content development and
optimization process